"Some top leaders have warned that AI is having a pernicious effect on their employees and business model, but many brands feel it has served as a catalyst for marketing initiatives. At the Fortune Most Powerful Women Summit last Tuesday, marketing leaders discussed how they promote their brand to new customers while staying true to their historical purpose. AI is one of the tools they're using most when it comes to appealing to younger generations who are seeking authenticity and personalization."
""A lot of us get the, 'Oh no, [AI]'s coming for my job.' You really have to get your teams, your employees to not just embrace [AI], but understand it," said Lisa Caputo, executive vice president and chief marketing, communications, and customer experience officer at The Travelers Companies. "We're doing things on Twitch to attract younger customers. It's very data-driven," she said."
Some top leaders warned that AI has harmful effects on employees and business models, yet many brands view AI as a catalyst for marketing initiatives. Marketing leaders described using AI to attract new customers while remaining true to historical purpose. AI is being deployed to appeal to younger generations seeking authenticity and personalization through data-driven channels like Twitch. Executives emphasized that teams must not only embrace AI but understand it, and that professionals will need to continually learn and relearn evolving tools. Brands such as GoFundMe use AI assistants to speed processes like creating fundraisers while aiming to preserve authenticity.
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